How do consumers in the Web 2.0 era get information? Social media users’ use of and reliance on traditional media

Abstract

Using Experian Simmons Market Research Bureau’s National Consumer Survey data, this study explores how users of social media use various types of traditional media. The study found that, in general, magazines were used most heavily among social media users, followed by newspapers, radio and television. Second, for the purpose of getting information, social media users relied on television most, followed by newspapers, radio and magazines. Last, the degree of reliance on traditional media for information varied significantly across the types of social media users. Implications of the research for advertising practitioners are discussed, especially in light of media planning.